Supermodel Lily Cole has been signed as the new face of Marks & Spencer.

The company has revealed that the deal is as much about the 19-year-old model’s commitment to environmental issues as it with her trademark flame hair.

The model, who began an English degree at Cambridge University last month, donned a floaty, brightly patterned dress and a huge green beaded necklace for the launch of the spring-summer 2008 collection on Oct 14.

As part of her deal, she will be the exclusive face of the M&S Limited Collection, reports the Daily Mail.

She will also appear in a series of TV advertisements and hoardings, joining a string of other faces including Myleene Klass and and Lizzy Jagger.

Cole will succeed Jagger as the "youngster" of the campaign, appealing to the youth.

The teenage model is famous on the catwalks of Milan, Paris and New York, where she has modeled for some of the biggest names in the fashion industry.

Her credentials include being a patron of the Trees for Cities charity and she recently wrote the foreword ‘Green Is The New Black,’ a book about ethical shopping.